Moving beyond theory, the livestream sales training programme organised by the Dak Lak Department of Science and Technology (S&T) gave cooperatives (Co-ops), enterprises together with household businesses producing OCOP products hands-on experience in online sales.

OCOP products being livestreamed for sale on digital platforms.

The province currently has more than 750 OCOP products. However, numerous OCOP producers have yet to make effective use of digital platforms for product promotion and sales. Reliance on traders along with traditional sales channels also poses considerable risks to market access and distribution.

To help enterprises, Co-ops and OCOP producers take their products to digital markets, in early September 2026, the Department of S&T joined forces with digital technology enterprises to organise a livestream sales training programme across digital platforms. The programme provided participants with guidance on topics ranging from digital transformation alongside modern selling trends to building a personal image around their product brands.

Rather than focusing solely on theory, the programme stood out by giving  participants hands-on experience in livestream sales. As part of the training, the Department of S&T coordinated five hands-on livestream sessions at the Innovation Centre and in localities including Buon Ma Thuot Ward combined with communes of Tuy Hoa, Tay Hoa and Krong Nang.

During the livestream sessions, with support from experts, producers confidently went on camera to introduce the processing of coffee and macadamia nuts, as well as other distinctive OCOP products, share their product stories and take orders directly from customers. This experience provided valuable practical knowledge, helping OCOP producers build the confidence coupled with skills to establish their own online sales channels.

Herbal tea production at Thao Moc Co Ngat Natural Co-op in Buon Ma Thuot Ward.

One example is Thao Moc Co Ngat Natural Co-op in Buon Ma Thuot Ward, specialising in herbal teas. Although the Co-op has sold its products through multiple channels for the past three years, with more than 15 direct sales outlets and average monthly sales of around 700 products, most of its revenue still comes mainly from traditional sales channels.

With expert guidance, Ms Ngat has become more confident in using digital-platform sales channels. According to her, livestreaming enables the Co-op to introduce its products directly to consumers, while buyers can ask questions and receive immediate answers to better understand the products. This enables producers to expand their markets proactively rather than relying on traditional sales channels.

Mr. Tran Van Son, Deputy Director of the Dak Lak Department of S&T, said: “Equipping OCOP producers with business and livestreaming skills for selling on digital platforms not only helps them expand their markets alongside increase product value, but also provides an opportunity to promote Dak Lak’s culture, stories and people to consumers. The Department of S&T will continue to accompany and support enterprises as well as household businesses through technical assistance and technological solutions, enabling them to confidently master digital tools.”

Following these pilot programmes, the Department of S&T will review and refine the process for wider adoption across localities. Simultaneously, it will continue to work with communes alongside wards to establish livestream sales points, thereby helping quality products and the provincial OCOP products reach wider audiences on e-commerce platforms.

Translated by KHUONG THAO